Best of LinkedIn: Channel Marketing CW 21/ 22

Over the past two weeks, channel leaders sharpened their focus on purposeful ecosystem growth, tighter alignment with vendors, and selective use of AI. Conference chatter and award headlines reinforced the shift from relationship counting to revenue accountability, while fresh GTM plays with hyperscalers and niche ISVs signalled where investment is heading next.

Date

June 3, 2025

Channel Marketing

Thomas Allgeyer

Methodology: Every two weeks we collect most relevant posts on LinkedIn for selected topics and create an overall summary only based on these posts. If you´re interested in the single posts behind, you can find them here: https://linktr.ee/thomasallgeyer. Have a great read!

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Partner Strategy

Vendors stress ongoing partner maintenance and structured engagement to protect share of wallet and reduce churn
ISVs in the AWS ecosystem align marketing calendars and messaging with hyperscaler priorities to unlock MDF and marketplace momentum
Localised storytelling and deep listening emerge as critical levers for regional growth
Thought leaders call for transparent attribution models and trust-based co-selling to replace algorithm-only approaches
Playbooks emphasise clear onboarding milestones and enablement checkpoints as prerequisites for predictable pipeline

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AI & Automation

Consensus builds that AI enhances reach but cannot replace relationship-centric partner marketing
Alliance managers share GPT prompt libraries to speed joint collateral and business planning
AI video agents surface as a scale lever, though brand-safety concerns persist
At Dell Technologies World, vendors frame AI as an efficiency layer across the partner lifecycle
Subscription economics linked to AI-driven customer success begin to reshape partner compensation models

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Ecosystem Events & Community Signals

Catalyst25, Women of the Channel, MSP Show London, and Dell Technologies World spotlight partner-first growth narratives and cross-vendor collaboration
Speakers urge alignment of success metrics across vendors, partners, and customers to drive ecosystem value
Regional networking – from Phoenix data dives to Colorado meet-ups; shows rising demand for peer benchmarking
Podcasts and newsletters extend conference conversations, anchoring thought leadership between events

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Product & Platform Launches

Channel Force debuts MP3 OS, an operating system for partner sales planning and execution
PartnerVista rolls out a shared workspace model for multi-partner campaign orchestration
TechnologyAdvice secures SAP partnership status and packages pre-approved demand-gen offers for ecosystem partners
Acronis expands its cybersecurity stack with marketing support aimed at MSP differentiation
Camunda accelerates AWS co-sell motions and previews AI-first workflow tooling for integrators

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Data, Benchmarks & Frameworks

A new Channel Trends Benchmark highlights funding gaps, resourcing models, and demand-gen opportunities
Ansira outlines three decisive moves for channel transformation: incentive simplification, data transparency, and execution rigour
HubSpot launches a partner survey to guide roadmap and program enhancements, signalling participatory governance
Research identifies roughly 2,400 partnership professionals in Greater Phoenix, marking the city as an emerging hub
APAC study flags referral programs and rapid partner activation as keys to capturing regional tech growth

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Talent & Recognition

Multiple leaders earn Women of the Channel honours, reinforcing diversity imperatives in senior ranks
Zoom and other vendors highlight new hires and internal summits to signal commitment to partner-centric growth
Lumen and peers advertise remote partner marketing roles, underscoring market demand for seasoned talent
Veeam’s culture-first leadership model is cited as a catalyst for high-velocity channel teams

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